Study on Allen Solly

2554 Words Aug 15th, 2012 11 Pages
Allen Solly was founded in 1744 by a company called William Hollin and Co Ltd. The brand was purchased sometime in the 90's by a new company called Madura Garments which was a part of Madura Coats. Madura Coats was a big producer of threads.
Allen Solly launched its women's wear category in 2001. Within a span of five years, the brand has emerged as a clear leader in its segment and is indeed one of the most sought after brands in the country. Allen Solly Women is targeted at the modern thinking women who have the freedom to be who they are, have people respect their desires and more importantly to be taken seriously. They extended the concept of Friday Dressing to women all over the country.
Allen Solly stands for positive,
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What kind of cultural and social changes led to the launch of Allen Solly Women’s wear?
Circumstances: * Through western wear entered the company through hindi movies in 1950 but it remained only to teenagers girls even by the early 1980s. * By the early 1990s ready-to-wear clothes had become externally popular. However most Indian women traditionally wore sarees and ethnic wear. * Market was totally unorganized and there were few branded clothing shops. The women’s wear industry was estimated to be around 161 billion with a growth rate 9% but women’s western market estimate to be growing at around 15%-20% per year. So there were demands of women’s western wear. * In 1990s the Indian economy showed clear tendency of westernization in life style, education and vocation, especially urban areas. * As society becomes more liberal and number of working women increased, there was a growing need for attire that was more “work friendly” than the sarees. * The reason why national brands of “men wear” Started venturing into national level was become men’s segment had become intense and the future growth was projected in women’s and kids wear.

Only men’s wear in the branded apparel segment:
The companies primarily offered men’s wear because the section was viewed as risky and headache. The companies hesitated to venture into the women’s garment sector because women wore too many exclusive cloths.
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